Paper Type
Complete
Abstract
This research investigates the evolving role of voice assistants (VAs) in shaping consumer purchase decisions, specifically focusing on understanding the benefits of following VA-enabled purchase recommendations (PR). We employ a multi-methods approach to combine partial least squares structural equation modeling (PLS-SEM) and artificial neural networks (ANN) to analyze survey data from 418 US-based voice shoppers. The study integrates and extends the Value-Based Adoption Model (VAM). Our results reveal that consumers prioritize three dimensions of perceived value - purposive, economic, and entertainment - when evaluating VA-enabled PR. The study complements existing literature by offering a nuanced three-dimensional perspective, contributing to a deeper understanding of the factors influencing consumer acceptance in the voice shopping context. It highlights the need for a multidimensional perspective to capture the nuances of consumer perceptions in voice shopping contexts and align recommendations with consumers' self-concept to enhance perceived value.
Paper Number
1743
Recommended Citation
Bawack, Ransome; Bonhoure, Emilie; and MALLEK, Sabrine, "A Multi-Methods Analysis of Voice Assistant-Enabled Purchase Recommendation Acceptance" (2025). AMCIS 2025 Proceedings. 3.
https://aisel.aisnet.org/amcis2025/sig_hci/sig_hci/3
A Multi-Methods Analysis of Voice Assistant-Enabled Purchase Recommendation Acceptance
This research investigates the evolving role of voice assistants (VAs) in shaping consumer purchase decisions, specifically focusing on understanding the benefits of following VA-enabled purchase recommendations (PR). We employ a multi-methods approach to combine partial least squares structural equation modeling (PLS-SEM) and artificial neural networks (ANN) to analyze survey data from 418 US-based voice shoppers. The study integrates and extends the Value-Based Adoption Model (VAM). Our results reveal that consumers prioritize three dimensions of perceived value - purposive, economic, and entertainment - when evaluating VA-enabled PR. The study complements existing literature by offering a nuanced three-dimensional perspective, contributing to a deeper understanding of the factors influencing consumer acceptance in the voice shopping context. It highlights the need for a multidimensional perspective to capture the nuances of consumer perceptions in voice shopping contexts and align recommendations with consumers' self-concept to enhance perceived value.
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